라이브 커머스 서비스 품질 특성이 기술수용 변수를 매개로 지속이용의도에 미치는 영향

The purpose of this study is to examine the effects of service quality characteristics on users' continuous use intentions with consumers who have placed orders using live shopping broadcasts in analyzing the live commerce market, which has been growing rapidly in the e-commerce market recently. To that end, the variables presented by the service quality model (SERVQUAL) and the integrated technology acceptance model (UTAUT) were adopted to analyze the elements necessary to increase live commerce users’ continuous use intention. Five factors comprising social presence, shopping host, convenience, merchantability, and reliability were adopted as independent variables based on the SERVQUAL model and personal innovativeness and social influence were adopted as parameters from the UTAUT model to analyze the influencing relationships with continuous use intentions using hierarchical regression analysis and three-step mediated regression analysis, and the study results are summarized as follows. First, according to the results of hierarchical regression analysis, with regard to the effects of service quality characteristics on continuous use intentions, shopping host, convenience, marketability, and reliability had significant positive (+) effects on continuous use intentions, but social presence had no significant effect. Second, the variable that has the greatest effect on continuous use intentions was marketability, followed by reliability, convenience, and shopping host in order of influence, and the effect of social presence was insignificant. Third, in the analysis of the mediating effects of personal innovativeness between service quality characteristics and continuous use intentions, partial mediating effects were shown between all of social presence, shopping host, convenience, marketability, and reliability and continuous use intentions. Fourth, in the analysis of the mediating effects of social influence, social influence was found to have partial mediating effects between the service quality characteristics (social presence, shopping host, convenience, marketability, and reliability) and continuous use intentions. In the social phenomenon where online commerce is becoming commonplace as non-face-to-face time increases after the COVID-19 pandemic, live commerce platform companies should focus on enhancing their marketability and improving the usability and convenience of their services.